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> Posted by Sonja Kelly, Fellow, CFI
Since the release of our paper, Aging and Financial Inclusion: An Opportunity, I have been considering the challenge of market segmentation using the life course. This is not unexplored terrain at the Center for Financial Inclusion. Beth Rhyne articulated a life course approach during our Looking Through the Demographic Window project, which we have captured in the infographic embedded at right. I have been hearing from microfinance institutions that some efforts are underway to segment clients by their life stage, though this remains a relatively untouched area in the industry. For a great example of segmentation, however, I only had to look to the spam filter on my email.
Most of the emails that get caught in my spam filter are about body image. I receive messages advertising dieting pills, on the one quick fix to reduce belly fat (you won’t believe which celebrities use it!), and how to get toned abs within a week. This makes sense—I work out regularly, and I (try to) watch what I eat. The emails are tailored to me.
In chatting with my colleagues, I find that they also receive targeted emails. Some women in our office who are older than me receive emails for walk-in tubs. Singles get emails that point them to dating websites. Some of the younger men in our office get emails that refer to “satisfying” their girlfriends. And the spam filters of older men in our office collect emails about (ahem) performance-enhancing pills.
These are, of course, gross generalizations—the life course cannot possibly be reduced to dieting, walk-in tubs, and bedroom performance. But why is it that the email caught in my spam filter is more skilled at customer segmentation using the life course than my financial institution’s product line? Even more than being successful at segmenting a potential client base, spam marketers are successful at moving this potential client base to action, according to MailChimp. They have a simple message and a call to action. Their “click rates,” or the rate at which people click on links, are higher than average.
> Posted by Sonja E. Kelly, Fellow, CFI
The Financial Inclusion 2020 project at the Center for Financial Inclusion at Accion is building a movement toward full financial inclusion by 2020. Accordingly, this blog series will spotlight financial inclusion efforts around the globe, share insights coming out of the creation of a roadmap to full financial inclusion, and highlight findings from research on the “invisible market.”
As people age, their use of financial services changes. We explored this in detail when we published a lifecycle approach to financial services in Peter Kasprowicz and Elisabeth Rhyne’s Looking Through the Demographic Window. People of working age need to plan for the future while also providing for their families in the present. People who are elderly need to be able to draw on their savings, manage their wealth, and in many cases, draw on and use their pensions.
When we look at the world as a whole, we see little difference between bank account ownership among the working age population (defined as ages 25 to 64) and those who are older (age 65+):
Source: World Bank Global Findex Microdata, 2012
This global equality between the two age groups masks interesting variation in regions in account ownership by age. In Sub-Saharan Africa and East Asia and the Pacific, a much higher percentage of working age adults than older adults have accounts, while Latin America and the Caribbean shows little difference between those groups. Read the rest of this entry »
> Posted by Amanda Lotz, Financial Inclusion 2020 Project Coordinator, CFI 
The following post was originally published on the Youth Economic Opportunities blog.
The Financial Inclusion 2020 campaign at the Center for Financial Inclusion at Accion is building a movement toward full financial inclusion by 2020. Accordingly, this blog series will spotlight financial inclusion efforts around the globe, share insights coming out of the creation of a roadmap to full financial inclusion, and highlight findings from research on the “invisible market.”
In 2011 only 17 percent of young adults (ages 15-24) saved in a formal institution in Nigeria, only 9 percent in Tanzania, and only 1 percent in the Democratic Republic of the Congo. These numbers remind us that youth financial inclusion is far from reality in many countries, especially low income countries with rapidly expanding youth populations (as indicated in CFI’s report Looking Through the Demographic Window: Implications for Financial Inclusion.)
Financial Inclusion 2020 (FI2020) at the CFI is building a movement that mobilizes stakeholders around the globe to achieve financial inclusion by the year 2020. As a part of this global campaign, we are focusing on client segments that have specific needs, including youth. FI2020’s working group on Financial Capability, one of five expert working groups creating a Roadmap to Financial Inclusion, shares insights into the group’s findings on youth and financial services:
1. Incorporate what we know about youth learning and behavior change into financial capability intervention design. Habit formation is important – for example, learning to look both ways before crossing a street. Establishing the savings habit early could set youth on a path to lifetime financial capability, according to a report from the New America Foundation. This report outlines the virtuous chain of connections from savings, to asset ownership, which leads to positive emotions and that promotes further sound financial behavior.
2. Providers are well-placed to contribute to youth financial capability building. Providers are uniquely positioned to help young clients develop financial capability. They have access to customers at the teachable moments when information matters most. They already invest in marketing, and a range of client interfaces can be adapted at low cost to provide financial capability messaging, potentially at significant scale. Further, they can design products that incorporate insights from behavioral economics, with features like automatic reminders or rewards. Read the rest of this entry »
> Posted by Danielle Piskadlo, Senior Program Specialist, CFI
Many retirement plans in the United States ask, “What is your number?” Meaning, at which age do you wish to retire? It’s a question that implies it will be up to you – that you will decide when the time has come for you to leave the workforce. However, according to recent reports on National Public Radio (NPR), many older workers, especially in the United States, are being pushed out of the workforce and finding it increasingly hard to find employment. Perhaps retirement plans need to start asking, “At which age will you be forced to retire?”
The Center recently published Looking Through the Demographic Window, which highlights that in many middle income countries a demographic window is opening where there will be more workers than dependents, creating an opportunity for economic growth. One of the reasons there will be more people in the workforce is because people are living longer, and therefore, it is expected, working longer.
A recent blog post by Yuwa Hedrick-Wong of MasterCard points out that countries cannot always take advantage of demographic opportunities. He comments that in sub-Saharan Africa, where youth are the dominant demographic group, “without adequate investment in educating and providing health care for the young…all that a society can expect are demographic burdens of mounting youth unemployment and underemployment.”
Arguably, the same thing is true when the elderly become the dominant demographic group, especially in developed countries where jobs are becoming more and more specialized and technology focused. People are living longer and therefore are willing and able to work longer, but will they actually be a valued and welcomed segment of the workforce?
It seems that a few other trends may need to be considered when talking about an aging population and workforce, and chief among them are the rapidly increasing pace of technological changes, and the possible “ageism” that might accompany those rapid changes in technology.
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